Research

The Center produces in-house research, as well as collaborates with academics from reputed business schools, on cutting edge research projects.

Journal Articles

Anup Krishnamurthy and Ramesh Kumar (IIM Bangalore). (2018). Electronic Word-of-Mouth and the Brand Image: Exploring the Moderating Role of Involvement through a Consumer Expectations Lens, Journal of Retailing and Consumer Services.

Anup Krishnamurthy and G. Shainesh (IIM Bangalore). (2017). Snubbing the Old to Embrace the New: The Impact of Cross-buying on the Usage of Existing Services, Journal of Services Marketing.

Caren Rodrigues and Anup Krishnamurthy. (2016). Mirror, mirror on the wall: Identity-image interactions and the sales force in high threat. European Management Review, the journal of the European Academy of Management.

Anup Krishnamurthy and Caren Rodrigues. (2016). Word-of-Mouth and the Brand Image of Small Businesses: A Consumer Expectations Lens. Proceedings of the Midwest Academy of Management 2016 Annual Meeting, Fargo, USA.

Awards and Recognition

Dr. Anup Krishnamurthy’s doctoral thesis was judged the best marketing thesis in India for the year 2016-17, by the Scientific Committee for the Best Thesis Award of the International Marketing Trends Congress and ESCP Europe. His thesis, titled ‘Exploring Consumer Satisfaction and Loyalty’, was selected from among marketing theses of completed doctorates from reputed business schools across India, and he represented India at the 2017 International Best Thesis Award - Marketing Trends in Madrid (Spain) in January, 2017.